The major focus of Adtech this year was on the customer journey, tracking and attribution modelling.
Stephanie Davis spoke about how the consumer journey isn’t linear. There is multiple different touch points in a customer's journey from product discovery and until purchase that need to be tracked to ensure the customer has a good experience. Brands need to focus on reporting and optimisation insights rather than just impressions and click delivery.
Another key area of interest centered around tracking the impact of marketing activities, with the plethora of social listening/analytics platforms and companies that connect social influencers with users.
Other key takeaways were:
Brand Safety – Comscore’s Lachlan Brahe talked on the importance of brand safety and how this can change a person’s view of the brand itself if the ad itself is shown on a site that may not show ‘brand safe’ content.
Real Time Reporting – Duncan Shand stressed that Agency’s had a common need for real-time reporting, and the need to be informed of behind-the-scenes activities.
Spotify advised that their inventory can be purchased programmatically and how they can target moments and capture a whole range of data, e.g. where consumers are, what devices they are listening on.
Close the Loop – Offline/Online – there is an increasing need for online and offline worlds to interact.
“People are disruptors. Not technology.” - Harvey Sanchez of Avado
This is both important and true, as it emphasizes the need for a manual/human element in this age of automation and artificial intelligence.